268 



24 



•I Jtrongly support your view that these steps relating to the 

 iMASurVMnt and labeling of 'tar' and nicotine In cigarette smoke 

 ar€ only part of our overall approach to this protjlem.... the only 

 effective aeans available to eliminate the health hazards associated 

 with smoking Is an educational prograa designed to Inform people of 

 the hazard and encourage people to stop or not to start smoking. " ^i 



d. FTC Testing 



The FTC operated Its own testing program beginning In 1967 to analyze the 

 tar, nicotine, and later the carbon monoxide content of cigarette smoke 

 of all domestic cigarettes. The comp'ssion published Us test results at 

 least once a year. 



As noted by market researcher Frederick Gahagan in his book. Switch Down 

 and Quit , "Light" cigarettes were marketed as a resconse to smoker's 

 health anxieties: 



"With all of the uproar In the media and government about the health 

 hazards of smoking ... the cigarette companies realized that if 

 they did not want to lose 'health concerned' smokers, they would 

 have to produce an alternate ... Thus, the birth of 'Light' 

 cigarettes: Marlboro^ Lights, Kool Lights, Winston Lights, Kent 

 Golden Lights, etc." " 



e. Faimtss Doctrine 



In 1967, ttw Federal Comnunl cat Ions Commission, applied the Fairness 

 Doctrine to cigarette advertising and ruled that television stations had 

 to provide time for antlsmoking advertlsments proportional to the amount 

 of cigarette advertising they ran. An estimated 10 million Americans 

 quit smoking between 1967 and 1970 as a result. ^^ 



